The Ralph J. Roberts Forum

How do you create a brand for a space that’s meant to hold everything—without overshadowing any of it? As Comcast neared completion of the Comcast Technology Center in Philadelphia, we were invited into a special, in-progress space within the new tower. Tucked into the heart of the building was the Ralph J. Roberts Forum—a gathering place named in honor of Comcast’s founder. The space was designed to be the cultural and communal core of the campus: a flexible venue for keynotes, screenings, conversations, and quiet working when events weren’t in session.

Our challenge was to develop an identity for the Forum that felt distinct from Comcast, while still honoring its legacy. The result needed to be timeless, reverent, and quietly confident—more museum than marketing. We began by drawing inspiration directly from the space itself: its architecture, material palette, and atmospheric design. Black, gray, and white formed the foundation of the visual language, allowing the content and experiences within to bring the color.

The logo is built from simple geometric forms, echoing the structural design of the space—elevated, minimal, and architectural. It serves as a quiet mark of presence, rather than a loud badge. From that foundation, we developed a modular design system that includes a custom pattern language derived from the space’s physical textures and angles, along with flexible templates for signage, event branding, and motion graphics. Everything was designed to feel cohesive but never compete with the events or media being showcased.

The sizzle film introduced both the space and the brand, capturing the atmosphere, ambition, and human energy the Forum was built to host. It was a space designed for big ideas, and we set out to make sure the brand got out of their way—while still holding its own.